Research Portfolio, P1(U20), P1(U24)

LO1 (U20) - Know how existing advertising campaigns embed advertisements across a range of media products.

LO1 (U24) - Understand the products that are produced within and across media industries.

(Unit 20 P1)

Nike "Dream Crazy" (2018)

(Image found on google)

The Nike campaign focuses on a collection of stories that represent athletes that have all been through issues/ ups and downs to be able to get to where they are now. They show some very famous athletes such as LeBron James who faced a lot of racism and Serena William who have faced issues such as almost dieting while giving birth as well as a lot of sexism and racism on and off the court. They also show very inspirational athletes that are not as well known for example 29 year old wheelchair athlete Megan Blunk who took gold in Rio 2016 and Isaiah Bid who was born without legs and at 10 years old has already become the one to beat on his wrestling team.The campaign is trying to show how the power of sport will more the world forwards and encourage everyone who may have crazy dreams and goals that seem impossible to achieve that if they put there mind to it they will get to where they want to go no matter the circumstances. They are trying to put across the message that nothing is impossible.

Key Message - "Don't ask if your dreams are crazy. Ask if they're crazy enough"  They are trying to push individuals to be the best they are and to never dream to small. They want people to believe that nothing is impossible even things that seem like they will never be achieved are still achievable when wearing nike. They want to inspire individuals to try and get them to buy nike clothes and shoes as they believe that when wearing nike they can do anything and  can achieve great things. The advert is very powerful and really catches the watchers attention as individuals will look up to the people shown in the advert and will take inspiration from them.
Another key message is that they are trying to inspire women to "Dream Crazier" so they can be the best they can be. The whole campaign was created to contribute to the female empowerment movement and the "MeToo' Movement.

Aims and objectives - Using this campaign, Nike are trying to break down stereotypes and break down barriers of women to try and show that athletes don't just have to be men that women are also incredible athletes. Ultimately, they are creating awareness within society to break down the stereotype and promote equality for all colours and creeds.
Nike want to inspire this generation and bring everyone together to allow them to be able to achieve everything they want to achieve. No matter your background or your situation your dreams are still reachable. They way Nike presented their aims and objectives were by the diverse range of inspirational women athletes such as the first muslim women to wear a hijab when competing in a fencing mach and Serena Williams a very well known tennis player who has faced a lot of racial discrimination, yet won several grand-slams. These individuals are used in the campaign to show that no matter your beliefs, ethnicity, religion, race or class you can still be the best person you want to be and can still achieve incredible things.
Another more subtle aim of this campaign is to increase sales. This is done by advertising and promoting the Nike products: clothing, shoes etc.

Call to action - It is calling for women to break stereotypes and still dream big and achieve great. Throughout the campaign the Nike tick is shown but very subtly by showing the athletes within the video wearing nike clothes that had the logo on it this is to try and encourage people to go by the clothes through subliminal messaging. This is the only method that they use to lead the audience to their product but it is still very strong as every individuals within the video is wearing or showing a piece of nike clothing. Due to Nike being so well established as a brand, there is not link or website for consumers to visit, the logo is instantly recognisable for audiences to identify.

Target audience - The primary target audience for this campaign is women and young girls of any ethnicity, race or religion, mainly from the age range of 12 - 40 year olds. This is because the campaign shows diverse athletes that have had to face lots of issues to be able to be where they are know, which is really inspirational for young girls and they look up to these athletes as role models and want to be more like them as well as older individuals because they can understand the struggles those athletes presented have been through and can connect with them. This links to the female empowerment key message that was discussed earlier. The inclusion of several female role models (such as Serena Williams) reinforces this. In terms of class, it doesn't specifically one type of background however as the products are quite expensive it would be expected that the targeted class would be within ABC1.
The secondary target audience would be men ranging between 12-40 as they can also take inspiration from this as they can see how successful these athletes are and look up to them especially young boys who are really into there sports and want to be as professional as they are. It also allows them to break down stereotyping that women cant do sports which allows younger boys to understand that men and women are equal in everything they do. Again, it doesn't target one specific race or ethnicity. At this point, class could be expanded to appeal to all income backgrounds.

Choice of Media

YouTube Link - Video Advert

 (Video found on YouTube)


The video was posted on Nikes own personal YouTube channel and got 167K likes and28,521,826 views which shows that is was a very successful video and went viral.  They show a wide range of inspirational athelets especially those who are women with Colin as the narrator giving inspirational quotes. The video is very empowering and make you believe you can do anything as long as you can put your mind to it. Allows all individuals of all class, gender and religion to fell included and be inspired to be the best they are and not let anything get in there way.


Twitter Post

 (Image found on twitter page)

The poster being used was used a lot during this campaign which makes it recognisable to Nike and makes it stand out. The face being up close to the screen allows the audience to connect with the individual especially as is says"believe in something. Even if it means sacrificing everything." which is a very empowering and makes people want to dream crazy. The message being portrayed is that nothing is to hard to achieve and that nothing should get in the way of being able to reach your goals. They are trying to get individuals to believe in themselves and achieve great things. This tweet got 234K retweets and 563K likes which shows that this campaign was very successful as it went viral all over twitter. The fact that Colin Kaepernick who is the man in the picture was the one to post had a great impact as he is verified on twitter meaning he has a huge fan base. This meant that a wide spread of individuals saw the post and was able to learn about the campaign. Also the fact that he is in the picture allows individuals who follow Colin to recognise it and as they look up to him as a role model they are more likely to want to follow the campaign and buy Nike clothing.

Billboard

(Image found on google)

This billboard again is using the same image as seen all over twitter which is maintaining a consistent message that no dreams are to crazy and that no matter what issues may get in the way that your dreams are still reachable if you put your mind to it. This poster will attract the secondary target audience of men and young boys as the image is of an inspirational football player therefore meaning boys will look up to him and feel empowered to be more like him and want to achieve great things. The Nike logo and slogan is seen as the bottom which is very recognisable to everyone as its a known brand.

Instagram Post

(Image found on Instagram page)

Nike's used its own Instagram page to promote the campaign by posting individual images of inspirational women who have broken down barriers and beaten negative stereotypes to be able to get to where thy are now. Nike also posted little clips about inspirational women to really enforce the message that no matter you gender, race or religion you can still dream crazy. This image of Zeina who is a inspirational boxer because she re wrote the rules allowing women all over the world to finally be allowed to box in hijab's is stood with great importance almost towering over the screen which attracts the primary target audience of women and young girls as they feel empowered to be more like her. Especially those of young girls who look up to Zeina as a role model and want to follow in her footsteps. The main message of this post is that no dream is to crazy and that everything you want to achieve you can achieve as long as you work for it.

Approach - They used many different social media platforms such as, Instagram, Facebook, Twitter and YouTube to present there campaign as these are the most used apps especially for this generation as young teens spend a lot of there time online. This also allows them to meet their target audience. On Instagram the video got 17,9m views and 68.4k comments which is the way they wanted to approach this as they wanted the video to go viral and spread across the Internet. Lots of famous individuals re posted it especially the ones in the video meaning they created a huge fan base. Nike has a YouTube account where they posted a short film that got 8,255,525 million views and 55k likes. On Facebook they posted a video which got 3.5 million views and 7.116 shares and on Twitter Nike pinned the original video so it was the first tweet to be seem on their account. Another approach that Nike took is as well as posting the short film on you tube they posted it on there website so that is was seen on every platform. They did this as a way to reach out to the older generation that may use the Internet but not have social media.
Several celebrities also tweeted, posted and re tweeted posts across social media platforms to also encourage fans/consumers. By doing this people think it's a reliable brand and product to buy from.

Representation - The whole campaign paints a very positive picture for athletes showing that not matter who you are or what you believe in you can still achieve amazing things. The producers have challenged really controversial stereotypes such as that women can't do sports. This advert contains a lot of inspirational women who are very talented to prove to people that no matter your gender you can still take part and be the best in sport that your gender does not affect your talent. They showed the  hard, difficult and emotional times and then showed the successes that was created from those challenges to prove that if you put your mind to it anything is possible and that just because your struggling or finding things hard docent mean you will never be good enough. For example at the start of the video it talks about showing emotion, such as anger or being upset. These emotions can be seen as quite negative so Nike decided to try and change that negative stigma into something positive. They want to encourage women to do what they believe in and what they have  passion for. They include many different ethnicity's and races to really break down the negative stigma such as racism or hate towards people of other religions. Nike is trying to make an inclusive and positive campaign that involves everyone.

Legal and ethical issues - This campaign does not have nay issues with it as they followed all the guidelines given by the ASA. The fact that they showed athletes of all different race, religion. gender and disability in a positive manor means that they didn't break the ASA's offensive code therefore meaning it was allowed to be viewed. The ASA stands for Advertising Standards Authority and is a self-regulatory organisation. It is a non-statutory organisation meaning it cannot interpret or enforce legislation. They respond to concerns and complaints from consumers and take action to bands with are misleading, harmful, offensive or irresponsible. They make sure everyone is following the code of conventions.

Campaign logistics - The campaign encouraged celebrity endorsements but only for Serena Williams because she is sponsored by Nike originally. The campaign was release on February 24th 2019 all across social media and online websites but not on the radio as Nike's fan base was mainly on social media so that where they could gain wider revenue of watchers. It was created to encourage women to feel empowered and to also empower younger children to dream big and achieve wonderful things.

(Unit 24 P1)

1. Different media products within the advertising industry:

Billboards/Interactive billboards 

Social media - Instagram, Facebook, Twitter, Snapchat

Leaflets/Flyers/pamphlets

Posters - On busses, bus stops, underground station, trains 

Radio 

Video adverts - YouTube

Magazines/Newspapers 

Websites 

E-mail 

Pop up ads

Tv/Film product placement

Tv adverts 

Van/Car wraps

2. How are products are adapted across media platforms?

The same idea is represented across all advertising platforms. Every billboard and magazine all involve an image of an athlete which maintains a consistency of the brand and they all have an inspirational quote following the same language through out all platforms. The slogan is 'Dream Crazier', which is a form of direct address, to engage the audience; it is also an imperative, suggesting that consumers of Nike products should not settle for second-best; they must go out and achieve. This is an inspirational piece of advertising for many. The colour scheme and fonts are the same and they match the fonts within the video advert. The colour scheme itself is black and white; the video ad is shot in monochrome, which gives the overall aesthetic a sense of grittiness, because it makes the contours and contrast more definition. The 'grind' is a quality associated with modern athleticism. Nike takes each individual celebrity from the video advert and have created their one poster from it as well as taking inspirational quotes that were said in the video and put it on the billboards. This creates a sense of synergy and brand identity across the different platforms, so that the product becomes instantly recognisable to consumers. They have adapted the message presented in the video and used it to create other forms of advertising that follow the same theme and genre. As you can see below from the twitter page and the billboard they used the same Image which is good advertising because it means individuals see this image and relate it to the Nike product. The still images on the billboard and the social media advert have been adapted from the video advert. They've chosen Colin Kaepernick because he is the narrator, therefore one of the most important aspects of the campaign.

(Billboard) (Twitter post)

3. How do institutions create brands across different products and platforms? 

This product has a consistency of message which can be paraphrased as "Believe in something even if it means sacrificing everything"  They are trying to push individuals to be the best they are and to never dream too small. The key message is used across all advertising platforms, which really encourage individuals to buy the product and it means people relate the message to the brand, which makes it more memorable. All posters and billboard follow the same colour scheme and idea which is black and white. Every billboard and poster has an image of a famous athlete with a black background and a quote.  This allows individuals to see the advertisement and straight away be able to recognise what brand it comes from. Also the slogan "Dream Crazier" is short, snappy yet still relates to the message they are trying to portray. The slogan is easy to remember and is very catchy which is really good because by doing this Nike are creating a brand that is easy to remember and when people see it they can associated it with the product making people wanting to buy it more. Every advertising platform all followed the same font. The font was small and simple and the colour of the text was always white this therefore means in stands out next to the black background and even though the writing is small it still has meaning. You have to really focus on the picture to be able to see the writing which means more people are going to stop and look taking in all the different messages and feeling encouraged to go buy the product. It creates brand identity as the same consistent colour and font is used across the campaign and actually used within every Nike advert. The Nike logo is very distinctive and everyone relates the tick to Nike. Therefore by putting it on every single form of advertising Nike is creating a recognisable brand that makes people willing to buy the product as they see how popular it is, this creates brand identity.

 

4. How do they engage different target audiences?

The actors within the advert are all different ages meaning that different target audiences can relate to each actor within the video. Also the advert involves both men and women meaning that it includes all genders and everyone can watch this advert and feel empowered to buy the product and make a change. All sports are included sports for men as well as women and shows individuals of all ages playing these sports meaning there can be a wide range of target audience  such as a older target audience of around 20-40 years old and a younger target audience of 15-19. Multiple people of all ages and gender can relate to the advert and feel as if they have been included in it. They involve lots of individual inspirational quotes based on each gender which means that everyone can feel special and feel empowered. The way they engage the younger target audience is by using famous athletes that the individuals can look up to as role models. Young teens will feel empowered and want to be like these athletes that they see therefore means they will be very interested in the product. As for the older target audience the famous athlete that they have used are really significant as they have had issues facing them as they grow up which adults will be able to relate to as they grew up at the same time as them.  The athletes involved within the adverts are from a wide range of cultural background and some have faced many issues within the sporting industry about their race or culture and this advert is all about over coming these issues and feeling strong enough to go for you dreams, which will really engage those individuals of different backgrounds as they feel included and feel encouraged to stand up to the issues and still fulfil there dreams.

(Image found on google images - Older target audience for women)
(Image found on google images - Younger target audience)(Images found on google images - Older target audience for men)

(Unit 20 P1)

Share a coke campaign (2014)

(Image found on Google)

Share a coke campaign is a multi-marketing campaign for Coca-cola. They decided to change there logo to peoples names as part of the share a coke campaign in 2014. They wanted to try and get everyone together and bring people closer. They chose the most popular names and printed them onto the labels of the bottle where the logo usually is as away of making people go out an find a bottle with their names on it. It became one of the most popular and successful campaigns, individuals still talked about it even when the campaign was ending.

Key Message - There key message was all about individuals being happy and bringing old customers and new customers together as a huge community. Coca-Cola wanted to show their target audience that by purchasing this will bring friends, family and loves one together and will bring them happiness. They wanted to give individuals an opportunity to share a personalised coke which will create special moments of happiness with a friend or someone they love or care for as this meant when people saw the brand Coca-Cola it would bring them instant joy.

Aims and objectives - They wanted to bring individuals together as a community as well as getting people to talk about coke again by giving the  product a positive image and by engaging their audience. The aim of the names being written on the bottle is to remind different individuals of everyone around them and to allow them to become close to people they have become distant from and make them feel apart of the product being created. Made the audience feel like the coke was personally made for them which encouraged them to buy a bottle. Coco-cola did not want there product to be a normal drink they wanted to create an emotional bond between the drink and the target audience by using creative strategies to reconnect teenagers and young adults. They wanted to raise social interaction, wanted to make people feel as if they were part of the brand and wanted to get their message and products across the globe.

Call to action - Coca-Cola wanted individuals to be able to buy the product as well as enjoy it. They wanted to try and create a more personal and emotional feel to the brand to try and intrigue customers and rise their sale intake. They name of the campaign 'share a coke' which was turned into a hashtag encouraging individuals to share the message across all different social medias allowing the brand to been known globally. It was used to get people to buy the product as well as initiating conversations about the product such as the name that was on the bottle or who they were gonna share it with, this created a lot of attention to the drink increasing the numbers of people buying the drink.  Also allowed individuals to create lots of memorable moments while drinking Coca-Cola.This resulted in people enjoying the drink more meaning it became much more popular than before the campaign came out. 

Target audience - Coca-cola's primary target audience was millennial such as 17-24 year olds as they used social media a lot and was able to share there personalised drink all over different platforms meaning the brand could gain a wide spread knowledge and get a large target audience. As the campaign was mainly based on social media it meant young teens were the ones who's attention it grabbed the most, also the fact the campaign is all about socialising especially intrigues millennials is it meant they could go out and be with there mates while having fun with the different names on the drink. The secondary target audience was much older such as 40-60 especially those who are parents or grandparents because bottles were made that said Mum, Dad, Grandma and Grandpa on them which also allowed them to feel apart of the campaign. The ultimate goal of the campaign was to get people talking about it bringing people together to gain a large target audience and because of this the campaign become very popular all over the world.

Choice of Media

YouTube Link - Video Advert 


(Video found on YouTube)

The actors in this video are of all age, gender, race, ethnicity, religion and are from different demographics which allows there to be a wide range of individuals intrigues by the product and feel apart of the campaign meaning they want to get involved. The video was also published on all social media sites such as twitter and Instagram as well as on television. This helped all different types of people to see the campaign and be intrigues by it. 

Billboard

(Image found from google)

The billboard has the Coca-Cola logo all over it which meant the brand become very well known and everyone was able to link the happiness of sharing a coke with people to the brand. This resulted in the campaign becoming very popular all over the world and intrigued people to want to buy a drink. The billboard as seen above was simple but very effective as it was clear and straight to the point meaning individuals did not forget it. Happiness is written at the bottom again encouraging people to by the drink as they believe that if they do they well build positive relationships and be very happy.

Twitter post 

(Image found on twitter page)

The 'share a coke' campaign used twitter as one of its main way to attract an audience to the drink because they creates the hashtag which helped the campaign to become viral. The tweets mainly showed individuals sharing a coke with friends and showing that they found a drink with there name on it. However the most popular tweets which created the most revenue as can be seen above was that they used very famous influential individuals to show them with a drink with there name on it and create a contest to see who could find there name. This made it more exiting especially to teens who look up to individuals like Selena Gomez meaning they want to get involved and buy the drink.

Facebook page 

(Image found on facebook page)

Coca-Cola used Facebook as a way to attracted a older target audience such as parents as they use macbook the most it also allowed them to get more of a global recognition across the world. As you can see by the image you could create your own personalised drink which really intrigued a lot of people and made more of a personal connection. Individuals could send these drinks as gifts meaning they could build more positive relationships with people which is what the whole campaigns aim was to be.

 Approach - Cokes main approach is to help people come together as they stated "Nothing reminds you more of someone than their first name" which was trying to state that by knowing individuals names you can become close to them and create lots of memories which really intrigued the target audience. It helped many individuals to become more together along with having a great way to start a conversation.

Representation - Coca-Cola wanted to represent their company by making it well known all over social media. They used Selina Gomez as the face of the campaign which really attracted a wide fan group because she is well known and lots of people look up to her as a role model this meant the campaign became very popular because of her and created a wide spread interest. The hashtag helped the campaign become very popular and well known. It also represented positive relationships between friends and family members.

Legal and ethical issues - The campaign did not face that many legal issues as the followed the ASA regulations because they made sure that within the video there was a mixture of different ethnic backgrounds because this ensured that the company was not racist and did not discriminate against people because of their gender, race, age or religion. They also made sure that the names printed on the bottles were appropriate for every country. However they did face quite a few ethical issues because individuals complained a lot as they believed the campaign only targeted a small amount of people people some individuals could not find their name on the bottles which caused lots of issues as they felt left out. Individuals believed that everyone should have been thought about and involved not just those with popular names. 

Campaign logistics -  The campaign spread over 10 different countries as a result of social media which made it become viral. The campaign began in Australia and spread to world wide, it even went back to the united states in 2017 which showed how popular it was. Having the campaign let out during the summer made the campaign much more popular as the weather is hot and more people are looking for a refreshing drink they can have with there mates which is exactly what the Coca-Cola campaign offered. Summer is also all about happiness which links back to the key message of creating joy and happiness.